Indonesian Market in General

2.
Examples of Local Adjustments
b. Customer Lifestyle
a. City Areas (60% share): Greater Jakarta, Surabaya, Medan
• City usage : “fuel economic” and “stylish” car
Car Ownership Consumer Pattern
Main Car Young Worker /Family second car Item Preference
 City usage (work/business)  City usage (work/business) Information Social Media

 Weekend : go to shopping malls  Hangout with friends
source (Facebook : 4th in
(family + baby sitter, maids) world, Twitter: 5th in
 Gym/ Sports
World)
 Family members’ social activity
(school, gathering)
3 Rows 2 Rows
(MPV, SUV) (Small SUV, H/B) 1
Confidential Copyright © 2016 Toyota Motor Manufacturing Indonesia. All rights reserved.
2. Examples of Local Adjustments
2
b) Rural area
• Loyal on Brand & expect Long-life cars
Car Ownership Consumer Pattern
 Mid-high class family Strong family bond Item Conventional

Improved
infrastructure (some Functional,
Product
intercity road is durability
damaged surface)
3-rows (MPV) Retail Traditional
Channel Market
 Low class family

TV, word-of-
*mainly city usage Information
mouth, Paper
source
media
LCGC
3
c. Unique Environment and Habit

Surveying the usage pattern in below Unique Environment
and Customers Habit, and translate into Technical
Specification.
<Examples of Unique Environment in Indonesia>

• Traffic Jam
• Road Damages
• Water Flood in Rain Season
• Sudden Brake & Quick Lane Change
• Ground Clearance
• Gear Adjustment
4
c. Unique Environment and Habit
Surveying the usage pattern in below Unique Environment

and Customers Habit, and translate into Technical
Specification.
<Examples of Unique Habit in Indonesia>

•Indonesian Habit with Baby Sitter
•Eid Holiday
•Family Concept Minded (Vacation/Trip)
5
• Traffic Jam
Year Measuring Driving Driving Stopping Time Avg.
Time Mileage Time Speed
2009 7:30～9:00 20 km 85.3 min 15.6 min 14.06

(Ratio：18.4％) km/h
2013 7:15～9:55 20 km 140 min 38.5 min 8.5

(Ratio：27.8%) km/h
Test Route
D
c Route Distance Road
Jatiwaringin ~
C A~B 10 km Highway
Pancoran
Pancoran ~
B B~C 3 km City
Karet Kuningan Traffic Condition (2013 vs 2009)
A • Since 2011, trucks are not allowed
Karet ~ Kebon
C~D 7 km City to enter center of city (should take
Kacang another route)
Traffic condition in 2013 becomes heavier than in 2009

(stopping ratio increase from 18.4% to 27.8%)
Concern issues:
① Fuel consumption with frequent stop & go
② Parts reliability at high temperature in longer duration
③ Parts reliability in frequent ON/OFF operation (eg. A/C compressor) 6
• Road Surface Condition by Rain & Flood
In rainy season, asphalt road surface become crumble and rough (asphalt
condition is not so good)
➮ Waving & undulation Especially in the areas whereby trucks,
➮ Creating many holes trailers & containers pass
CONSIDERATION:
① Need to obtain riding comfort & NV performance on rough road
② Suspension parts durability ③Ground clearance 7
• Flooding Ref: Jakarta Map

News in Jan 17th 2013
±２０ｋｍ
Wide area flooding in heart of
Jakarta.
Transportation and power
transmission was stopped.
10 million population capital city
was paralyzed. This was the
heaviest flooding since 2007.
±３０ｋｍ
8
• Flooding
Customer Information
1. Mostly customers have experience to drive against water flood
2. Judgment of “go” or “not go” :
Half of tire No water entering muffler & cabin
Look front car If front vehicle can’t pass better find another way
Rocker, muffler
When running & feel difficult → turn E/G off & push
¾ tire depth
3. Driving method in flood
• Use low gear (1st gear) & maintain E/G revolution at 2,000 ~ 4,000 rpm
by clutch control (frequent operation of half-clutch)
• Drive slowly approx. 5 ~ 20 km/hr and apply braking by PKB
Should consider the suitable position of intake air &

muffler and clutch durability
9
• Sudden Brake and Quick Line-change

Customers in Indonesia has specific driving habit by keeping
close distance with vehicle at front
 To avoid another vehicle coming in between
Quick lane
change
Sudden
brake
Considerations:
① Proper light steering effort & good maneuverability
② Good brake performance (initial response)
③ Proper gear matching 10

Indonesian Market in General

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Indonesian Market in General

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2.

Examples of Local Adjustments

Main Car Young Worker /Family second car Item Preference

 City usage (work/business)  City usage (work/business) Information Social Media

Car Ownership Consumer Pattern

 Mid-high class family Strong family bond Item Conventional

 Low class family

c. Unique Environment and Habit

<Examples of Unique Environment in Indonesia>

c. Unique Environment and Habit

Surveying the usage pattern in below Unique Environment

<Examples of Unique Habit in Indonesia>

2009 7:30～9:00 20 km 85.3 min 15.6 min 14.06

2013 7:15～9:55 20 km 140 min 38.5 min 8.5

Traffic condition in 2013 becomes heavier than in 2009

• Road Surface Condition by Rain & Flood

• Flooding Ref: Jakarta Map

3. Driving method in flood

Should consider the suitable position of intake air &

• Sudden Brake and Quick Line-change

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